How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.

Simplicity design axiom: The complexity of the information appliance is that of the task, not the tool. The technology is invisible.

The hardest part of design ... is keeping features out.

The design of everyday things is in great danger of becoming the design of superfluous, overloaded, unnecessary things.

It is not enough that we build products that function, that are understandable and usable, we also need to build products that bring joy and excitement, pleasure and fun, and, yes, beauty to people's lives.

Rule of thumb: if you think something is clever and sophisticated beware-it is probably self-indulgence.

Isn't one of your first exercises in learning how to communicate to write a description of how to tie your shoelaces? The point being that it's basically impossible to use text to show that